Using Google Ads Data Manager with enhanced conversions for leads

Google Ads Data Manager simplifies the way you use your first-party data with Google. With Data Manager, you can easily target audiences, measure conversions and drive incremental revenue responsibly with Google's advertising solutions.

Data Manager provides a singular point for any data source you are using and activates across all Google first-party data solutions.

If you’re using offline conversion imports, we highly recommend upgrading to enhanced conversions for leads using Google Ads Data Manager. Offline conversion import is a legacy feature, and it doesn’t have the durability features that enhanced conversions for leads offers.

Google Ads Data Manager simplifies connecting and activating your first party data through a new interface available within Google Ads. It enables advertisers to import and activate their first party data across two use cases and supported connectors.

Implementation varies depending on what you're measuring and your capabilities. Follow our guide to upgrading offline conversion imports to determine the method that best fits your needs.

Why use Data Manager with enhanced conversions for leads

Using Data Manager with enhanced conversions for leads is the simplest way to import your data since it is available from your Google Ads account. Benefits of using enhanced conversions for leads and Data Manager together are:

Benefits:

• Durable: Get more reliable results. Enhanced conversions for leads adheres to stricter privacy regulations.
• Easy to set up: Configure measurement entirely from your Google Ads account.
• Enhanced performance: See more accurate conversion reporting compared to standard offline conversion import. This upgrade also enables engaged-view conversions and cross-device conversions.
• Simplified Setup: Streamlined tagging and data sharing, utilizing the Data manager.
• Flexible: Implement using the Google tag or with Google Tag Manager.

To set up enhanced conversions for leads, you can either:

• Use an existing offline conversion import conversion action.
• Create a new conversion action.

It’s recommended that you add a conversion action to a connection that you created. You can either set up a conversion action before you link a data source or you can create a conversion action in the final step of setting up a data source.

Set up enhanced conversions for leads with Data Manager

You can set up enhanced conversions for leads in 2 places:

• Conversion Summary tab
• Data manager tab

Set up from the Summary tab

1. In your Google Ads account, click the Goals icon .

2. Click the Conversions drop down in the section menu.
3. Click Summary.
4. Click + Create conversion action.
5. Select Import in the "New conversion action” page.
6. Select CRMs, files, or other data sources and then Track conversions from clicks.
7. In the “Data Source” section, select Connect a new data source. Select a featured product or type a product’s name in the search bar. You can choose to connect data sources via:
   1. Direct connection: Selecting this option will make the “Customer data” section appear. Click the checkbox regarding Google’s EU user consent policy and Customer data policies to proceed.
   2. Third-party integration by Zapier: When you select this option, an Authorize button will appear. Click Authorize to confirm that you agree with using a third-party integration that might include fees.
8. Click Continue.
9. Select a “Conversion goal” using the Select category dropdown and type a name for your conversion.
   • Note: It’s highly recommended to choose either “Qualified lead” or “Converted lead” as your conversion goal.
10. Click Save and continue. The next page will confirm your new conversion action.
    • Note: If you initially skipped connecting data sources, click Set up in the “Set up data sources” section.
11. Click Done.

Set up from Data Manager

1. Open Tools > Data manager. Select the connection you made in the previous section from “Connected products” and under “Usage”, click + Add conversion action.
2. In Google Ads, click Goals > Summary > + New conversion action.
3. Click Import.
4. Select CRMs, files, or other data sources.
5. Select a tracking method.
6. In the “Data Source” section, select Connect a new data source. Select a featured product or type a product’s name in the search bar. You can choose to connect data sources via:
   1. Direct connection: Selecting this option will make the “Customer data” section appear. Click the checkbox regarding Google’s EU user consent policy and Customer data policies to proceed.
   2. Third-party integration by Zapier: When you select this option, an Authorize button will appear. Click Authorize to confirm that you agree with using a third-party integration that might include fees.
7. Click Continue.
8. Search and select Google Sheets from the list of data sources, and then select Direct connection.
9. Select Conversions as the use case, read and accept the customer data policy, then click Continue.
   • If you’re creating a new conversion action, select a category from the conversion goal list, then click Set up.
10. Make sure you’re signed in to your Google Drive account.
11. In the authorization window, click Allow to let Google Data Connector access your Google Sheets.
12. Select the file you want to import, then click Next.
13. To map fields, select the data source fields from the dropdown lists that match the destination fields.
14. Optional: Apply transformations to your data.
15. Click Next.
16. Enter a name for this connection.
17. Optional: Edit connection details.
18. Click Finish.
19. Click Save and continue.